Digital Marketing 101: Maintaining Owned Channels

Digital marketing is about balancing paid, owned, and earn media—and it all starts with a strong, well-maintained online presence. Posted on Monday, September 11 in Building Your Brand.

Digital_MarketingDigital technology is everywhere. If you’re selling a product or service, creating a presence across digital media channels is imperative because that’s where your customers are.

This article, the first in a three-part series, will look more closely at the three categories of digital channels you can use to reach and convert potential customers, focusing first on owned media.

The Digital Marketing Trifecta

There are three primary categories of digital marketing:

  • Paid media is anywhere you must pay to play. For example, pay per click (PPC) is one way you can pay to appear on relevant search engine result pages. Display ads, social ads, and branded content are other good examples of paid digital advertising.
  • Owned media is any digital medium that you build and control, such as your website or app, a social media page, or your blog. Owned channels are the foundation of your online presence.
  • Earned media is anywhere a third party can share or talk about your brand. It could be a place where customers comment on and rate your services, like Yelp! or Angie’s list. Or it could also be a popular blog or news outlet, such as mommy blogs or mainstream sites like Mashable.

Paid, owned, and earned media (POEM) work together to improve your overall marketing success. For example, earned media is usually the most desirable outcome of a strategically placed paid or owned media effort. Each can leverage the other to optimize traffic, conversions, and business growth.

Own Channels are the Foundation

Now let’s talk owned channels. These are the cornerstone of your digital presence, without them, earned and paid media have nowhere to drive your current and potential customers to.

But just having a website and social pages isn’t enough, even with paid and earned media in the mix. You need quality content about your products and services and their benefits on these owned channels to not only improve search engine optimization (SEO), but to also build your brand and convert your customers. Some of techniques for ensuring success across your owned channels include:

  • Content: Development and distribution could include blogs, press releases, eBooks, infographics, videos, and more. Content helps to attract potential customers to your website and educate them on your offering.
  • Posting and Sharing: Social media is a great way to engage with customers and potential customers. By sharing information on social networks, you can build a following and keep in front of potential customers. Social media can also help you distribute your content and direct traffic to your website.
  • Email Marketing: Send sales or marketing messages to a targeted audience via an email. This is a great way to nurture existing contacts and ultimately get them to convert. Additionally, email can help keep your business top-of-mind with customers.

Owned Media is Just the Beginning

Paid, owned, and earned media must work together. It’s a myth that just having owned channels such as a LinkedIn page or a website is all you need.

Paid media amplifies your owned media channels so that they have more of an impact. While earned media is a more organic brand builder, you won’t earn more Facebook likes if you don’t set up a page or have paid advertisements to get more followers. An ad can also help put the “earn” in earned media by creating a social media buzz around your product. Otherwise, your owned channel might be like the tree that falls in the forest with no one to hear it.

We can Help

How best to balance your digital marketing channels depends on your business, your customers, and much more. We can partner with you develop a strategy, optimize investments, and get results. Contact us today.

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